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UK Broadband - the wireless broadband operator owned by telco giant PCCW - is in a tizz over a new brand campaign run by Vodafone.

The Voda campaign centres on the premise of "make the most of now" and shows how mobile technology empowers people to do all sorts of things when and where they want.

Snag is, UK Broadband recently changed the name of its wireless broadband "Netvigator" service to "now" and has got the hump. "Now" is also PCCW's consumer brand in the Hong Kong market where the telco operates "now Broadband TV".

Said UK Broadband in a statement: "We have noticed the Vodafone advertising and we are surprised by it given our branding and our trademarks - we are reviewing the matter urgently with our advisers."

Vodafone was asked to comment on the yet-to-explode spat but no one was available for comment at the time of writing. ®